The Influencing Factors in Fans' Demand for Goods: The Case of Millennial KPOP Fans in the Philippines

Date

8-2022

Degree

Bachelor of Science in Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Luisito C. Abueg

Committee Member

Divine Krizza B. Padua, Luisito C. Abueg, Maria Angeles O. Catelo Agham C. Cuevas

Abstract

This study used survey data from 100 respondents from Facebook and Twitter. The study applied Linear Regression to describe and explain the relationship of expenditure and sociodemographic variables, the price of one's own goods, and the price of related goods. Logarithmic Regression was used to determine the elasticity of the demand for K-Pop goods, the researcher transformed income, prices of albums, prices of non-album goods, and the expenditure into logarithmic values. This study is a contribution to the literature as an understanding of millennial Filipino fans and how their preferences for K-Pop merchandise affect their decisions when making a purchase.

Language

English

LC Subject

K-Pop, Demand, Linear Regression, Logarithmic Regression

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2022 E2 C36

Document Type

Thesis

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